McDonald’s in Germany has altered its advertising strategy during the month of Ramadan. The fast food chain is displaying empty packaging on digital billboards during daylight hours.
Advertising Adjustments During Ramadan
The billboards, featuring McDonald’s red and yellow containers and burger boxes, are programmed to appear empty although Muslims are fasting from sunup to sundown. Once the sun sets, the packaging “fills up” in real time, displaying images of fries and burgers at the moment Muslims break their daily fast.
This change in advertising has been described as a “ridiculous capitulation” and an attempt to avoid tempting those observing Ramadan. Some have characterized the situation as evidence of a broader trend of “Liberal Europe falling all over itself to appease” certain groups.
McDonald’s may continue to adapt its advertising strategies in other markets with significant Muslim populations. A possible next step could involve expanding this type of campaign to other countries during Ramadan. Analysts expect further debate regarding the implications of such advertising choices.
Frequently Asked Questions
What is McDonald’s doing in Germany?
McDonald’s in Germany is displaying empty packaging on digital billboards during daylight hours throughout Ramadan.
When do the billboards present food?
The billboards display food once the sun sets, coinciding with the time Muslims break their daily fast.
Why is this happening?
The change is intended to avoid tempting Muslims during their daylight fasting hours during Ramadan.
How might similar situations be handled by other international corporations in the future?